SOCIAL SUSTA INABILITY
in 2004 and 2005, focusing on specific themes. The
company actively seeks dialogue with other groups
of employees, for example through various presenta
tions given during training programmes, international
departmental conferences and the publication of
our internal brochure entitled 'Heineken: an integral
part of society*.
Our performance in the area of corporate social
responsibility is regularly discussed with external
stakeholders, at both local and central level. These
include Amnesty International, FTSE4Good, inter
national development organisations, the Association
of Investors for Sustainable Development and various
financial institutions which attach particular value
to sustainability.
Heineken N.V. or other Heineken companies are
also key members of the Confederation of
Netherlands Industry Employers (VNO-NCW), the
General Employers' Federation (Algemeen
Werkgeversverbond), the Confederation of the EU
Food Drink Industries (CIAA), Brewers of Europe,
the World Business Council for Sustainable
Development, the International Center for Alcohol
Policies, The Amsterdam Group, the Amnesty
International-VNO-NCW Round Table and the
Association for the Sustainable Use and Recovery of
Resources in Europe (ASSURRE).
Heineken also engages in dialogue with sharehold
ers, faculty or students at academic institutions and
other interested parties who, for example, make
contact via the Heineken website. These discussions
often produce new insights and viewpoints which we
Operation teenproof
Heineken USA joins forces with Jeanine Pirro in combating underage drinking
use to refine policy and continuously improve report
ing on our results.
In parallel with this more central dialogue with
stakeholders, Heineken's operating companies are
constantly engaged at local level in dialogue with
their communities. They are in contact with local
authorities on such matters as permits, taxation and
working conditions and with the local community on
issues such as nuisance, transport, infrastructure and
environmental protection.
68 per cent of the Heineken operating companies
engage in dialogue with non-governmental organisa
tions. At 43 per cent of the operating companies, this
has led to practical projects which they are imple
menting in cooperation with these organisations.
Progress with our policy of encouraging this dialogue
at local level is being held back by the shortage of
well-organised and bona-fide non-governmental
organisations in many countries.
4.4 Alcohol
Most people enjoy alcoholic beverages sensibly,
as one of the pleasures of life, and Heineken takes
the view that drinking beer - provided it is done
responsibly - is consistent with a positive lifestyle.
A small minority abuse alcohol, drinking at the wrong
time, at the wrong place or to excess, which can lead
to a whole range of problems. Heineken initiates and
supports projects to combat alcohol abuse and
imposes its own internal rules on its marketing com
munication, to prevent its advertising messages from
encouraging alcohol abuse.
A differentiated approach
*r
JAMIE LUCAS
In the continuing fight against under
age drinking in the US, Heineken USA
joined forces with District Attorney
Jeanine Pirro of Westchester County,
New York, in a joint project to distribute
2,500 security laminate verifiers
to alcohol retailers and police depart
ments which enable them to detect
fake IDs. Heineken USA received an
award and District Attorney Pirro
was given a commendation for their
efforts in addressing this problem.
In the past, the view generally taken by healthcare
organisations and public authorities was that alcohol
abuse could be reduced by reducing total alcohol
consumption. Efforts were made to achieve this
through price and restrictions on sales and advertis
ing. In recent years, greater scope has been created
for a differentiated approach, in which the distinction
between responsible and irresponsible alcohol con
sumption forms the basis for effective measures and
effective cooperation between industry, government
and healthcare organisations. In many cases, this
HEINEKEN N.V. SUSTAINABILITY REPORT 2002-2003
40
